Has NBC News’ Brian Williams jumped the shark?

Analysis: The TV news anchor is trying to be a funny man, trading in his dignity for laughs

By

JonFriedman

NBC Universal

Brian Williams, anchor of "Nightly News" on NBC News

NEW YORK (MarketWatch) — Spike TV’s recently aired tribute to Don Rickles was an evening to savor. All of the comedy heavyweights were there — Jerry Seinfeld, Jon Stewart, Tina Fey and Amy Poehler. Even Robert De Niro and Martin Scorsese, who had worked with Rickles on the excellent film “Casino,” cracked wise.

I mean, it doesn’t seem like you could have an evening of hilarity in 2014 without a contribution from the evening-news anchor who is threatening to earn a reputation as America’s Most Trusted Man — that is, on Saturday Night Live’s “Weekend Update” segment. You wouldn’t have said anything like that about Walter Cronkite, America’s former Mr. Trust.

Which prompts the question: What the heck is the 55-year-old Brian Williams doing, anyway? Or more to the point: Why is our most serious and respected evening-news anchor diluting his reputation for the sake of a few yuks?

I recognize that it is strictly business. Williams is trying hard to broaden his brand awareness and attract a wide number of viewers — and he is comfortable enough in his own skin to tell one-liners quite effectively. That strategy makes sense from a business point of view. But is he sacrificing his dignity and professional standing along the way?

And will Americans continue to feel comfortable turning to Williams for news about Iraq, Iran and the U.S. economy — solemn evening-news fodder, indeed — when he is working hard on Spike to get a rise out of Don Rickles at a celebrity roast?

Understand, I have a lot of respect for Williams. A decade ago, he flawlessly succeeded the estimable Tom Brokaw in the NBC anchor post, no small challenge. He kept the “NBC Nightly News” in first place for years to come in the much-followed television ratings.

I have another reason to appreciate Williams. In 2010, I hosted a series of Internet interviews with media stars, called “Media Matters.” Getting Williams was a coup. That he followed through with the commitment a week after suffering a death in his family underscored that he is a class act.

For that compliment, I drew the ire of Cronkite Nation. I didn’t mind the flak much. I thought it was true at the time.

Now he sometimes reminds me more of Robin Williams than the vintage Brian Williams, someone who will do just about anything for a laugh. Brian reached his height — or low point, if you prefer — on Feb. 20, 2014, when he went on Jimmy Fallon’s show and rapped the Sugar Hill Gang’s “Rapper’s Delight.”

What makes incidents like this seem even disheartening is that Williams is also the managing editor of the “NBC Nightly News,” which means he was following orders he had given himself.

Williams could use a boost. Last year, NBC canceled his TV news magazine, “Rock Center,” which failed to light a fire under viewers. Many critics thought Williams went soft on accused spy Edward Snowden during a major TV interview a few weeks ago. For the record, I thought Williams did a good job on that tough assignment.

I suggested in print many years ago that Williams stop acting so stuffy on TV in the period when he succeeded Brokaw. But he has gone overboard. It would appear that the strategy of unleashing Williams’ comedic side at seemingly every opportunity is not paying off for him or NBC, where it counts: in the ratings lately.

Huffington Post pointed out on June 19: “’NBC Nightly News’” still tops “ABC World News” in total viewers, but its dominance among viewers ages 25-54 is slipping. ABC News has won the demo repeatedly in the past few months, and won it during the May sweeps month for the first time in seven years.

NBC Senior Vice President Alexandra Wallace told the Hollywood Reporter: “Brian, like all of us who work on ‘Nightly News,’ is less than happy about the one small demo issue we have, and [we] are completely focused on correcting it. We’re competitive people, so we want to win everywhere.”

In May, Williams told the New York Daily News: “What can I say, I’m a competitive being.”

I don’t blame him for wanting and expecting to win. I simply think that he is going about the task in the wrong way. He doesn’t need to be so funny. That he is sacrificing his dignity for a few laughs is no joke.

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